It's Been a Month with iOS 14.5: Figures, Issues, and Solutions

After Apple announced iOS 14.5 and ATT, there were many theories about attribution changes in the mobile marketing industry, which painted a rather bleak picture. It has been a month since the update, and the myTracker team has collected real data on how ATT is impacting the mobile industry globally.

global opt in rates iOS 14.5


What else is there to know about ATT in iOS 14.5?

Briefly: limits on campaigns, timers, and data restrictions were confirmed, with some tweaks and improvements to follow. In order to reach maximum efficiency, you should optimize pre-permission prompts and employ comprehensive solutions.

Known issues

  • Aggregated data instead of postbacks.
  • Only a few networks are geared to the Conversion Value decoding.
  • Limits on the number of running campaigns: 9 for FB/Instagram and 11 for TikTok per app.
  • Timers: all events are reported to analytical systems within 24 hours of occurring they occurred and are reset when new ones occur in the Conversion Value scheme.
  • Data fragmentation and two separate strategies: IDFA and SKAdNetwork users.
  • Some networks experience a situation where another run of the same campaign is recognized as a new campaign.
  • There is no Conversion Value for small data.

Expected improvements

  • More opportunities for Conversion Value and an increase in the number of available postbacks.
  • A completed rollout of Apple’s Private Click Management for browsers such as Chrome, Mozilla, etc., and for app-to-web.
  • New ML-based technologies from analytical systems for anonymous probabilistic attribution.
  • Predictive analytics for optimization.

What you can do now

→ When purchasing traffic you should use both SKAdNetwork and IDFA while this data is available.

→ You can and should experiment with the settings of a conversion model as part of the Conversion Value reporting.

→ You shouldn’t neglect pre-permission prompts. Under these circumstances, it is the most efficient way to make an impact. 

→ Amid the uncertainty, you should remember the need to attract organic traffic, which means improving ASO and posting more quality content in your app.

→ Use predictive analytics.

    With a view to keeping your attribution confidential and accurate under ATT, work with iOS 14.5 together with myTracker.